Managing Customers and Motivating Employees for Success in the Frontlines

This dissertation is comprised of three papers in the field of frontline marketing, which examines the influence of servicescape, frontline employee (FLE), and service encounter expectations on customer and company outcomes. The first chapter examines the influence of the servicescape on customers’ tipping behaviors. Through the field and lab experiments, I find that customers’ status perception is a key mechanism that drives their tipping behaviors, and, more importantly, that subtle elements of the servicescape imbued with status perception (i.e., the color of service props) increases tip sizes in restaurants. In the second chapter, I investigate boundary conditions for an important work motivator for FLE, organizational identification (OI). Using meta-analytic techniques, I find that OI, which is defined as individual’s sense of oneness with the organization, improves FLE’s in-role performance the most when the work itself is not meaningful. This finding implies that OI is most beneficial when the work itself provides workers with limited opportunity to experience a sense of autonomy (e.g., tellers), competence (e.g., food service workers), or relatedness (e.g., delivery personnel). Finally, in the third chapter, I examine the impact of psychological distances evoked by customers’ story on service encounter evaluation. Drawing construal level theory, I developed predictions that psychologically distant story enhances prospective customers’ narrative transportation, which in turn increases positive service encounter evaluations. I also hypothesize that this distal story effects are strengthened when those who have high need for cognition evaluate intangible service encounter, because their dispositional characteristics that enjoy thinking. The findings across four studies based on unobtrusive field study and series of experiment consistently support my hypothesis. This study contributes to the service marketing literature by revealing how storytellers’ distal stories can positively influence customers’ future service encounter evaluation

Vehicle Secrecy Parameters for V2V Communications

This paper studies the parameters affecting secrecy capacity in vehicle communication. The vehicle secrecy parameters largely include vehicle driving-related parameters, antenna-related parameters for transmitting and receiving signals, path-related parameters for indirect communication, and noise-related parameters using a fading channel. Although many researches have been conducted on antenna-related parameters and noise-related parameters considered in general wireless communication, relatively little research has been made on parameters caused by the vehicle itself. These vehicle secrecy parameters also imply that secrecy capacity can be varied by the user. In the future, this study will be a very informative topic when trying to perform vehicle communication while maintaining a certain level of security capacity. In the coming autonomous driving era, this research is very necessary and will help to carry out vehicle communications more safely

The Construction of U.S. Camptown Prostitution in South Korea: Trans/Formation and Resistance

This dissertation examines the historical construction and transformation of U.S. camptown prostitution (kijich'on prostitution) in South Korea. Wrought by Japanese colonialism, U.S. military occupation, national division, and the Korean War, camptown prostitution has been historically constructed and reconstructed within a complex web of dynamic power relations between/among nation-states, subjects, and NGOs. This is a study of U.S. camptown prostitution, however, which is not just about military prostitution. Rather, it is a study of the power dynamics inherent in the material basis and the discursive formations that make the phenomenon, kijich'on prostitution, substantial. As such, this study analyzes the multiple intersections of structures of power that constitute the kijich'on. The purpose of this study is 1) to provide a geneology to explain the socio-historical phases of camptown prostitution, 2) to gauge the impacts of inter-state relations, U.S. military policy, and (inter)national policies on the kijich'on and kijich'on prostitution, 3) to trace the roles and activities of Korean NGOs and women's organizations with regard to kijich'on prostitution, and finally 4) to understand the triangular relationship among the nation-states, women subjects, and movement organizations in (re)constructing kijich'on prostitution as both material reality and symbolic metaphor. Thus, the research questions at the center of this dissertation are directed towards four themes: historicizing kijich'on prostitution, understanding the role of the nation-states and NGOs in the process of construction and transformation of the kijich'on, deconstructing the policies that have impacted kijich'on prostitution and the women's movement against kijich'on prostitution. In order to answer these questions, this study employs multiple methods of gathering information and analysis, including archival research, participant observation, in-depth interviews, and textual analysis. Utilizing gender as a crucial analytical category, this dissertation contributes not only to an understanding of camptown prostitution, but also to the theoretical conceptualization of military prostitution, feminist radical theories of gender, race, and nation, and the trans/national feminist movements